An empirical study: Are corporate image relation satisfaction and identification with corporate influential factors on effectiveness of corporate communication and consumer retention
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Tarih
2011
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This conceptual empirical research aimed to determine the possible impact of consumers' identification with organization, on the effectiveness of corporate communication and consumer retention, depending on the perceived image and consumers' relational satisfaction, and to build an appropriate conceptual model. Analyzing the data gathered by a questionnaire on 485 people by SEM (Structural Equation Modeling), researchers reached the results that may be considered important for managerial and academic implications. In accordance with findings, the increased corporate image enhances consumer relational satisfaction and this impacts positively consumers' identification with the organization/corporate. The reached identification of consumers' with organization has positive impacts on effectiveness of corporate communications and consumer retention. All the suggested results of this study fit with the literature, different researches and studies. The model suggested was considered to be an appropriate model for being effective in communication activities and retention of consumers; consequently, results are discussed with a perspective to give way to new researches and business practitioners.
Açıklama
Anahtar Kelimeler
Corporate Communication and Consumer Retention, Corporate Image, Identification With Corporate, Relation Satisfaction
Kaynak
European Journal of Social Sciences
WoS Q Değeri
Scopus Q Değeri
N/A
Cilt
23
Sayı
1
